The BBC is seeking pitches for its £20m advertising account, with a fresh roster of ad agencies expected to be appointed in the fourth quarter.

The BBC is one of the most sought-after clients in the UK, not because it provides agencies with large fees, but because it is seen as a chance to showcase creative capability.

"It is one of those pieces of business that agencies put in a category of one," said a source close to the pitching process.

The review is being run by the BBC's director of marketing, communications and audiences, Sharon Baylay.

The BBC is obliged to call a statutory review of its agency roster under European Union procurement regulations. It last did so in 2005; before that, a review had not been called since 2000.

The BBC's current roster agencies are Fallon, Rainey Kelly Campbell Roalfe/Y&R and Red Bee Media. The review is being run in conjunction with agency selection service the AAR.

The BBC said today that the official contract notice, which is issued in the Official Journal of the European Union, will go out in March.

"Required agency activity will include targeted promotions for specific BBC brands, services, programmes or marketing campaigns and the development of appropriate branding and content, across relevant channels and platforms including digital platforms," the BBC said. "The process will be carried out by the BBC's marketing, communications and audiences department and its procurement department. Agency appointments are targeted for completion by the fourth quarter, with contracts beginning later that quarter".

The agencies that make it on to the much-coveted BBC roster will work across the public services portfolio, including the corporation's TV channels, radio networks and other new media services.